Margie Barkley: Messenger Ads Boost your Facebook Engagement

Amanda Robinson was one of the speakers at Agorapulse’s Agency Summit, an online event. She is a digital marketing expert. Amanda Robinson discusses in her webinar Unleash the Power of Meta Direct to Messenger Ads how she uses Messenger advertisements to increase engagement and better connect with leads.

We will be sharing the main insights Amanda shared in the webinar on this blog, including:

Messenger ads have many advantages over Facebook lead ads.

Before we get started, let’s review some basics.

What is engagement and why does it matter?

Engagement is what drives metrics like reach and impressions.

Impressions measure how often your content is viewed. Reach refers to the total number of people your content could potentially reach. These metrics are heavily dependent on engagement factors such as comments, likes and shares.

Imagine engagement as follows:

Imagine attending a party where the appetizers are not very good. Only a few people will take a bite, and then the plate is sent back to the kitchen untouched. If the appetizers were delicious and enticing, they would be devoured by everyone, creating a cycle of enjoyment and replenishment. This principle also applies to engagement with content.

Amanda says that when your content engages with people, such as through likes, shares, comments and clicks, the algorithm will promote it more, increasing its reach and impressions.

The Power of Messenger Engagements

Engagement is vital for the success of your brand and plays an important role in creating a strong presence online. It’s important to remember that the algorithm does not measure all engagement factors the same.

Facebook Messenger has an advantage in this area over other forms of engagement, such as comments, reactions, and sharing.

If someone initiates a conversation directly with your brand via Messenger, this indicates a greater level of engagement and intention.

A Facebook Messenger conversation, unlike a simple like on a Facebook post, establishes a line of direct communication and provides opportunities for ongoing engagement.

Messenger customers who have meaningful interactions with you are more likely over time to stay engaged. Prioritizing relationships and quality touchpoints is increasingly important as the marketing landscape shifts to a customer-centric approach. Messenger ads offer a unique opportunity to increase client engagement in the age of customer-focused advertising.

Unlocking the potential of Messenger Ads

Set up a conversational flow to maximize the potential of Messenger ads. You can then segment and qualify your leads based on the responses they give. This method eliminates the need to use complex and costly lead generation processes like custom chatbots.

When you create a chatbot for your business, there are over 300,000,000 ways that it could go wrong. It can be frustrating to spend so much time testing, troubleshooting, and then thinking that you have it right. Amanda says that it’s always like a missing piece in a puzzle.

Messenger ads make it easier for users to get the most out of their conversations with customers.

How to create your Facebook Messenger Ad

1. Open Facebook Ads manager and select an objective for your campaign. You can usually find the option to create Messenger ads at the level of the ad sets. Choose “Generate leads through Messenger chats.”

2. You can create a template for a new message at the ad-level. You can click on it to create your message flow.

3. Set up a greeting message. This message is a qualification message that encourages users to contact your business via Messenger. If they do not respond, then the communication channel will not open and they will be disqualified as leads.

Facebook Ads Automation Welcome Message

4. You can create questions after the welcome message using different question types. You can select from pre-set options or create your own questions. Questions can be used to collect phone numbers, emails, addresses, titles of jobs, etc. You can tailor the options to user responses in order to segment and qualify prospects.

Screenshot of Facebook Messenger Ads Automated Chat Custom Question

5. Create a message of completion to let the user know what’s next. You can let them know that the conversation is over and give guidance on what to do next.

Take advantage of the two-way communication that Messenger ads offer. This will allow you to generate high-quality leads and engage in real-time conversation.

You can improve customer engagement by leveraging Messenger engagements. This will help you establish meaningful connections with the audience. This method won’t work for everyone. There are a few important things to consider before you run Direct-to Messenger ads.

Considerations Before running Messenger Ads

Have you got the resources?

Amanda says that this method works best for teams who have a CRM and know how to manage incoming leads.

She added that “you may want to avoid this type of ad if you do not have someone who is responsive on Messenger because the cost per interaction is too high for leads to go unanswered.”

Have you set a budget?

Budget is the next important consideration. Ad spend is necessary because a tight budget will not yield the desired results.

Amanda says that she would not recommend trying Messenger ads for just $25 or $50. Amanda says that she would recommend a budget, and that the audience you target should be well-qualified.

Have you developed a successful sales model?

Amanda says that this is crucial, as if you do not already have an audience or a sales model you know works, you can quickly find yourself in a bad situation.

This is not the time to experiment. It can flood your system with people who are not a good match for your business or with negative engagement.

“And because an engagement with a messenger is such a quality signal of engagement the algorithm will continue delivering to more people, just like the ones who message you. If they are not the right people it could affect your whole engagement system, and your entire retargeting. “Tread lightly.”

To Sum Up…

Client engagement is a key success factor in the digital marketing landscape. Messenger ads are a powerful solution for advertising in the future, as they can foster meaningful conversations and create stronger connections.

Businesses can drive engagement by embracing Messenger Ads as part of their overall strategy.